The influence of extrinsic incentives on intrinsic motivation for online IT acceptance : a study of personal adoption of two-factor authentication technology in Internet banking

Pao Yue-kong Library Electronic Theses Database

The influence of extrinsic incentives on intrinsic motivation for online IT acceptance : a study of personal adoption of two-factor authentication technology in Internet banking

 

Author: Suk, Fat-chun
Title: The influence of extrinsic incentives on intrinsic motivation for online IT acceptance : a study of personal adoption of two-factor authentication technology in Internet banking
Degree: D.B.A.
Year: 2007
Subject: Hong Kong Polytechnic University -- Dissertations.
Internet banking.
Authentication.
Computer networks -- Access control.
Department: Graduate School of Business
Pages: 181 leaves : ill. ; 30 cm.
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b2145961
URI: http://theses.lib.polyu.edu.hk/handle/200/3188
Abstract: By integrating a motivational perspective into a technology acceptance model (TAM), we study the influence of extrinsic incentives on intrinsic motivation for using two-factor authentication (TFA) technology. Much previous research has established that the perceived usefulness and ease of use are important factors influencing users' online IT acceptance. However, little research has been conducted on the influence of extrinsic incentives on intrinsic motivation for online IT acceptance. Our model articulates how perceived online security protection moderated by extrinsic incentives may influence the adoption of TFA technology in Internet banking. Data were collected in a field study and examined through structural equation modeling (SEM). AMOS and PLS are used for testing the measurement and structural models respectively. The results show that perceptions of security protection, usefulness and ease of use are three key determinants influencing the adoption decision of TFA technology, and these perceptions can be directly affected by customer supports. Accessibility is also found to be a significant factor on perceived ease of use. Further, consistent with cognitive evaluation theory and overjustification effects, findings confirm that the offering of extrinsic incentives imposes a detrimental undermining effect on personal intrinsic motivation (i.e. perceived security protection) for adopting an online innovation. Results also show that extrinsic incentives can reinforce extrinsic motivation like the perception of usefulness towards using an online innovation. However, an undermining effect also co-exists to de-motivate intrinsically the behavioural intention to use the IT innovation. Balancing the reinforcement on extrinsic motivation and the detrimental effect on intrinsic motivation is crucial when offering incentives online. This research enriches the understanding of the influence of extrinsic incentives on personal motivation in online IT acceptance.

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